Alka Citrin

Research

Interactivity and its role in improving information use by organizations & consumers

Outsourcing and Offshoring and its impact on customer relationships, firm innovativeness, and performance

Organizational marketing responses to changes in the environment

Education

PhD in Marketing from Washington State University, Pullman where she won the university wide Outstanding Teaching Assistant Award

Biography

Alka V. Citrin teaches Marketing Management, International Business, Sales Management and Electronic Commerce and Marketing.

Her research interests at an organizational level focus on understanding the impact of oursourcing and offshoring activities on a firm''s customer relationship management capability, innovativeness, and ability to manage change.  At a consumer level, she studies the role of interactivity, its impact on information quality perceptions and customer relationship management.  Related to this her research examines the quality of information provided by new media and its role in online marketing.

Dr. Citrin has published papers in the Journal of Marketing Research, Journal of Operations Management , the Journal of Business Research , and the _ Journal of Product Innovation Management _. She has also presented a number of papers at national and international Marketing conferences and universities.

Dr. Citrin has over ten years’ experience working as a Marketing Manager and in product development with a number of International firms developing and marketing their products worldwide.  She is also the founder and CEO of an educational aid development firm (Amazing Star Education ).